It is now common to see Apple deploy additional options to better protect the privacy of its users. With the update to iOS 15 detailed in images during the 2021 Worldwide Developer Conference, this positioning was reinforced by several major changes such as “Mail Privacy Protection”. But then, what is it exactly?
Everything happens within the Mail messaging client preinstalled on iPhones. When marketing teams send newsletters to their prospects, they most often contain a “pixel”. Under this surprising name there is actually a small piece of code responsible for tracking the different interactions with email. This way, for example, we can know if it has been opened and read. Nothing really surprising so far.
A danger for the market?
Except that with Mail Privacy Protection, Internet users have the option of deactivating this tracking. A pop-up window appears when the Mail app is first opened following the installation of iOS 15, requiring the user's consent. Which is obviously not unlikeATT, on the front page of all tech media in recent months.
The problem is that the email opening rate is an essential commodity for the proper functioning of all companies deploying campaigns of this type. Indeed, without this data it is impossible to know if the content is popular and therefore impossible to optimize your strategy accordingly. However, many publishers are now self-employed with one or more newsletters, since the advent of platforms like Substack.
Billions of devices affected
In the United States, the situation is all the more problematic as Apple Mail would have no less than 93.5% market share on mobile. However, we know that the general public is now more likely to look at their smartphone to consult this content format. It is therefore a safe bet that Cupertino will quickly attract the wrath of many services. Some will even see it as a new argument of choice forlegislators looking for the slightest anti-competitive behavior.
i-nfo.fr - Official iPhon.fr app
By : Keleops AG
